| dc.description.abstract | The purpose of the study was to explore the perceived role of personal selling on the performance of the motor vehicle industry with particular reference to Toyota and Simba Colt in Nairobi Kenya. Specific objectives of the study included determining the influence of provision of information, stimulating demand, reinforcing product awareness and reinforcing brand by on the performance of the motor vehicle industry. The study will be significant to Toyota and Simba Colt motors and Vehicle companies because they will be able to understand the role of personal selling as a marketing strategy in Motor Vehicle Sector and look for means of enhancing the performance while addressing the limitations.
It will also provide background information to researchers who may want to carry out further research. A review of literature was done to determine whether provision of information, stimulating demand, reinforcing product awareness and reinforcing brand by personal selling influences performance of the motor vehicle industry.
The Research Study used descriptive research design in collecting the data from respondents. The study population was six hundred and ninety one (691) from Toyota and Simba Colt Motors, which was divided into several groups with distinct characters as Management, sales staff and customers. Questionnaires were used for collecting data which was then analyzed using statisticaltools and presented using tables and percentages.
The Research Study established that personal selling provides information to customers, stimulate product demand, build product awareness and reinforce brands. The research study recommends the need to encourage sales persons to share customer knowledge captured across service encounters; personal sells persons to emphasize on salespeople's satisfaction and commitment; build long-term brand awareness through regular communication and engage in training of their salespeople. | en_US |
